Proceedings of the 3rd International Conference on Business and Management of Technology (ICONBMT 2021)

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Analysing Youtube Mid-Rolls Advertising Factors on Watchers’ Purchase Intention of Online Travel Agent During Covid-19 Pandemy

Authors
Dani B. Saputro1, *, Janti Gunawan1, *, Bahalwan Apriyansyah1, *, Prahardika Prihananto1, *
1Department of Business Management, Institut Teknologi Sepuluh Nopember, Surabaya
Corresponding Authors
Dani B. Saputro, Janti Gunawan, Bahalwan Apriyansyah, Prahardika Prihananto
Available Online 31 December 2021.
DOI
10.2991/aebmr.k.211226.001How to use a DOI?
Keywords
online travel agency; purchase intention; social media; YouTube advertising
Abstract

The use of mid-roll advertisements on YouTube keeps on increasing, along with the increasing number of YouTube viewers. Especially with the COVID-19 pandemic which has caused people to spend more and more time on social media such as YouTube. Online Travel Agent industry has been one of the business industries that has been significantly affected by COVID-19. Therefore, some OTA businesses have started using social media such as YouTube mid-roll ads as their marketing strategy. This study aims to (1) analyze the factors of YouTube mid-roll advertising (irritability, informativeness, entertainment, congruity) and their effect on the advertising value of online travel agent advertising on YouTube mid-roll; and (2) to evaluate the effect of YouTube advertising on online travel agent customers’ purchase intentions. This study is a conclusive quantitative study with 190 respondents aged over 17 years. Data analysis was carried out using structural equation modelling (SEM) with AMOS software. The results show that entertainment, informativeness, and congruity have a significant positive effect on advertising value, while irritability does not have a significant negative effect on advertising value. On the other hand, advertising value affects consumer purchase intention positively and significantly.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 3rd International Conference on Business and Management of Technology (ICONBMT 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2021
ISBN
978-94-6239-503-9
ISSN
2352-5428
DOI
10.2991/aebmr.k.211226.001How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Dani B. Saputro
AU  - Janti Gunawan
AU  - Bahalwan Apriyansyah
AU  - Prahardika Prihananto
PY  - 2021
DA  - 2021/12/31
TI  - Analysing Youtube Mid-Rolls Advertising Factors on Watchers’ Purchase Intention of Online Travel Agent During Covid-19 Pandemy
BT  - Proceedings of the 3rd International Conference on Business and Management of Technology (ICONBMT 2021)
PB  - Atlantis Press
SP  - 1
EP  - 6
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211226.001
DO  - 10.2991/aebmr.k.211226.001
ID  - Saputro2021
ER  -